OKTAVIA P., DEVINA (2014) STRATEGI BRANDING TROPICANA SLIM BAGI PENDERITA DIABETES. Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
ABSTRAK Jumlah penderita diabetes yang meningkat menyebabkan persaingan yang meningkat diantara dua perusahaan penyedia gula rendah kalori yaitu Nutrifood dengan produk Tropicana Slim dan Kalbe dengan produk Nulife dan Diabetasol. Kalbe telah memiliki akses ke apotek-apotek yang memungkinkan produknya lebih mudah masuk pasaran. Namun dari survei, merek Tropicana Slim lebih unggul dibandingkan Diabetasol dan Nulife. Penelitian ini bertujuan untuk mengetahui strategi branding produk Tropicana Slim bagi penderita diabetes. Penelitian ini merupakan penelitian deskriptif kualitatif. Pengumpulan data dilakukan dengan wawancara, observasi, dan dokumentasi. Analisis dilakukan dengan reduksi, display data dan kesimpulan. Validitas data menggunakan triangulasi sumber. Hasil penelitian menunjukkan bahwa strategi branding produk Tropicana Slim dilakukan oleh marketing dan humas dengan cara perencanaan, implementasi dan evaluasi. Perencanaan meliputi identifikasi target konsumen, menentukan tujuan komunikasi, merancang komunikasi, memilih saluran komunikasi, menetapkan total anggaran, dan memutuskan bauran komunikasi pemasaran (marketing mix). Implementasi meliputi iklan, potongan harga, hadiah langsung, loyalty program, mengadakan kegiatan sosial dan menyediakan situs online bagi konsumen, kemudian dilakukan evaluasi. Strategi tersebut terhambat pada keterbatasan jumlah SDM, semua kegiatan dilakukan pihak Nutrifood; minimnya segmen pasar tradisional; dan ketatnya persaingan dengan produk sejenis sehingga harus selalu memunculkan terobosan-terobosan baru. Faktor pendukungnya antara lain tersedianya dana, SDM yang berkualitas dan saluran komunikasi yang lengkap. Kata kunci: merek, tropicana slim, diabetes. ABSTRACT The number of diabetics is increasing causing increased competition between the two companies is a low-calorie sugar providers Nutrifood with Tropicana Slim and Kalbe products with Nulife products and Diabetasol. Kalbe has had access to pharmacies that allow their products more easily enter the market. However, from the survey, Tropicana Slim brand is superior compared Diabetasol and Nulife. This study aims to determine the Tropicana Slim product branding strategy for diabetics. This research is a descriptive qualitative research. Data was collected through interviews, observation, and documentation. The analysis was performed by reduction, data display and conclusion. The validity of using triangulation of data sources. The results showed that the product branding strategy Tropicana Slim is done by marketing and public relations by way of planning, implementation and evaluation. Planning involves identifying target consumers, defining the purpose of communication, communication design, choose the communication channel, set the total budget, and decide the marketing communications mix (marketing mix). Implementation includes advertising, discounts, direct gifts, loyalty program, organized social activities and providing online site for consumers, then an evaluation. The strategy is constrained to a limited number of human resources, all of the activities carried out by the Nutrifood; lack of traditional market segments; and intense competition with similar products that must always bring new breakthroughs. Supporting factors, among others, the availability of funds, qualified human resources and communication channels are complete. Keywords: brand, tropicana slim, diabetes
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Eny Suparny |
| Date Deposited: | 08 Dec 2016 07:33 |
| Last Modified: | 08 Dec 2016 07:33 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/9926 |
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